Groundswell, Expanded and Revised Edition

Winning in a World Transformed by Social Technologies

Charlene Li and Josh Bernoff

Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts?

It’s an unstoppable groundswell that affects every industry—yet it’s still utterly foreign to most companies running things now.

When consumers you’ve never met are rating your company’s products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity.

In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you’ll learn to:

Evaluate new social technologies as they emerge

Determine how different groups of consumers are participating in social technology arenas

Apply a four-step process for formulating your future strategy

Build social technologies into your business

Groundswell is required reading for executives seeking to protect and strengthen their company’s public image.

About the Authors

Charlene Li

Charlene Li is founder and CEO of Altimeter Group and the author of the New York Times bestseller Open Leadership: How Social Technology Can Transform How You Lead. She is also the coauthor of the critically acclaimed, bestselling Groundswell: Winning in a World Transformed by Social Technologies, which was named one of the best business books in 2008.
She is one of the foremost exper ... More

Josh Bernoff

Josh Bernoff, a vice president and principal analyst at Forrester Research, is one of America's most frequently quoted research analysts. ... More